ADVERTISING, SALES PROMOTION

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ADVERTISING, SALES PROMOTION PR/PUBLICITY

• The Sweet Smell of Success!

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MANAGING ADVERTISING

• DEFENITION Paid form of nonpersonal presentation
  promotion of ides, goods, or services by an
  identified sponsor.
• OBJECTIVES
• Flow from the objectives of the firm , e.g.,
  Mission the IMC OBJECTIVES
• CLASSIFICATION PRODUCT
• Informative
• Persuasive
• Reminder
• CLASSIFICATION INSTITUTIONAL
• ADVOCACY COMPETITIVE
• INFORMATIVE REMINDER
• BUDGET CONSIDERATIONSPLC, MS, COMPETITION, FREQ.
  Pr SUBSTITUT.

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CREATIVE-MESSAGE

• CREATIVE STRAT.--COPY PLATFORM
• BASIC PROBLEM TO BE ADDRESSED
• IMC OBJECTIVES
• TM
• MAJOR SELLING IDEA
• USP BRAND IMAGE
• INHERENT DRAMA POSITIONING
• CREATIVE STRATEGY STATEMENT
• CAMPAIGN THEME
• APPEAL,e.g., Rational, Emotional, Combo
• EXECUTION,e.g., Demonstration, Humor,Animation,
  slice-of life, etc.
• SUPPORTING INFO REQUIREMENTS
• EVALUATION SELECTION
• DESIREABILITY
• EXCLUSIVENESS
• BELIEVEABILITY

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MESSAGE EXECUTION

• COPY STRATEGY STATEMENT
• OBJECTIVE
• CONTENT
• SUPPORT
• TONE
• STYLE Slice of Life, Animation, Personality
  Symbol(Doughboy),
• Lifestyle( Folgers), Tech. Experts, etc.

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MEDIA

• TERMINOLOGY
• REACH--Exposure during time period
• FREQUENCY-- of times
• IMPACT--Qualitative value of exposure
• GROSS RATING POINTS--(R x F)
• CPM--Cost per thousand
• DECISIONS
• TYPES
• VEHICLES
• TIMING
• GEOGRAPHICAL ALLOCATION

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MEDIA-TYPES-pros cons

• NEWSPAPERS
• TELEVISION
• DIRECT MAIL
• RADIO
• MAGAZINES
• OUTDOOR
• OTHER

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VEHICLES, TIMING GEOGRAPHIC

• VEHICLE
• Circulation
• Audience (Effective Effective ad-exposed)
• CPM
• SCHEDULING
• Macro/Micro
• Continuity, Pulsing, Flighting
• GEOGRAPHY

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MEASUREMENT

• COMMUNICATION-EFFECT RES.
• PRETESTING
• Direct Rating
• Portfolio
• Laboratory
• POSTESTING
• TECHNIQUES
• PRINT--Starch
• BROADCAST--Trailer tests, Theater tests
• SALES-EFFECT RESEARCH

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SALES PROMOTION-a supplemental ingredient

• CONSUMER-ORIENTED
• COUPONS CONTINUITY PROGs
• DEALS SAMPLES
• PREMIUMS POPs
• CONTESTS SWEEPSTAKES
• REBATES PROD. PLACEMENT
• TRADE
• ALLOWANCES DISCOUNTS
• COOP ADVERTISING
• TRAINING DIST.S SALES FORCE

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PR, PUBLICITY

• PR-A form of communications mgt. That seeks to
  influence the feelings, opinions, or beliefs held
  by customers, stockholders, suppliers, employees,
  and other publics about a company and its
  products.
• PUBLICITY-A non-personal, indirectly paid
  presentation of a good, organization or person.
• TOOLS News Releases, News Conferences Public
  Service Announcements.